Category Archives: advertising

Branding experts at the China Speakers Bureau (updated)

Getting your branding right in China remains a challenge. Consumers react different from those in your home markets. Their media consumption is different, and their online tools – where most Western ones are blocked – are very different indeed.

At the China Speakers Bureau, we can help you in developing the right strategy, by offering leading experts on branding in China. Here we offer four or them, but we have more to offer.

Stable elements in China’s fast-changing digital reality – Tom Doctoroff

China’s digital world is changing faster than anywhere else in the world, but some elements remain stable, says marketing expert Tom Doctoroff to Warc. “Chinese people are so emotionally engaged with the images and experiences they share with the “like-minded” – that is, people who “matter” because they have the same interests.”

Marketing experts at the China Speakers Bureau

Selling your products to Chinese consumers has not become easier over the years, even now a larger part of them has more to spend. Fierce competition, limited access to the internet, strict government regulations and very different consumer taste are just a few of the barriers for foreign companies to succeed in China.

At the China Speakers Bureau, we can offer you a range of experts able to help you take those barriers. Are you interested in having one of them? Do get in touch, so we can help you to identify the right expert for dealing with your problem.

How marketers can address challenges of China’s affluent – Tom Doctoroff

China’s affluent class is growing fast, but matching the newly found wealth with traditional roots offers them major challenges, writes marketing veteran Tom Doctoroff at AdAge. He offers marketers five tips to deal with those growing challenges.

Getting China’s political aspirations right in marketing – Shaun Rein/Tom Doctoroff

International airlines, ignoring Taiwan is part of China, according to China, were the latest to get into hot water with their marketing. But China’s sensitivities are nothing new, say Tom Doctoroff and Shaun Rein to OZY. It makes sense to let your China marketing vet by some China veterans, says both.

Social currency in an online society – Tom Doctoroff

China’s deep Confucian roots do influence the way the internet has developed, says marketing veteran Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, to the South Morning Post. “I call it pride commerce, where there is the idea that you are what you buy … and that sharing your interests is a way to make your identity stronger,” Doctoroff said.

Jack Ma, do not leave women behind – Zhang Lijia

Gender discrimination is commonplace in China, out of line with international agreements and practices. Author Zhang Lijia asks Alibaba’s chairman Jack Ma, and other tech companies like Tencent, and the government, to end rampant discrimination against women on the work floor, for the New York Times.

Online identities in China – Tom Doctoroff

“Chief Insight Officer” Tom Doctoroff explains change and consistency of China’s consumers in a fast digitalizing world at China Connect Paris 2018. “Basic motivations remain the same.” Doctoroff is author of What Chinese Want: Culture, Communism, and China’s Modern Consumer.

Trade tensions will wipe away consumers day fears – Shaun Rein

Foreign companies would watch in fear media campaigns at China’s consumers day in the past. But this Thursday, consumer day will be a backdrop for upcoming months of tensions, now a trade war is looming, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order to Bloomberg.

A booming “she economy” – Ben Cavender

Milleniums, especially women, are key for consumer spendings, says retail analyst Ben Cavender at Reuters on Women’s Day. Companies went all out to attract the female buyers, he says.